Use Marketing Automation to Engage and Delight Existing Customers

marketing automation to engage and delight

The appropriate and right use of Marketing Automation will always help you build and enhance your customer base. However, there is always the risk of losing some or failing to keep them hooked to your products and services perpetually. This aspect requires to be carefully thought about and analyzed precisely. This needs to be borne in mind always if you want customer loyalty and growth for your business. The following steps will help create the right engagement matrix:

Start by constructing an organization chart for customers. This would require a proper understanding of the actual people involved and how they react to your brand daily. Make sure that you know the roles and titles of those who pursue the brand; their main uses of what you offer by way of services or products; who their interactions are most with within your company; and how they interact.

Knowing your customer lifecycle, at least from their point of view, is also necessary. You may resort to a plethora of diagrams on customer lifecycle and select the one most appropriate for retaining customers. Optimized terms and images such as Develop, Reach, Inspire, Retain  and Reclaim are some examples that may be considered for mapping the customers’ experience lifecycle and identifying their frustrations, their loyalty towards you as a regular buyer and areas where they need help most often. It’s also important to walk through the customers’ journey yourself. Simple mapping is the key and getting it right is, therefore, most important.

The typical customer experience involves determining helpful content through lifecycle and role. Once the structure pertaining to customer organization and customer lifecycle is mapped, start working on your content plan. This would involve using the roles you have in place as also the information on the customer journey for the creation of a content grid for all your customers. Once this content is created, you can build it into distributable automated programs and use it time and again.

Testing your assumptions and contacting your customers is another ploy for customer retention. You’ve already built the buyer and organizational profiles and created the content grid. Therefore, before starting on the campaign plans, ensure that you are well connected with all customers as also your internal team for testing your assumptions. You also need to obtain direct feedback on the proposed content’s helpfulness, assumptions made on roles as also the customer’s lifecycle that has been mapped out. Get additional insights of individual experiences while also ensuring that the proposed content will satisfy their specific and general needs. The best ways for reaching out are conducting customer interviews; analyzing service calls made by customers; listening into calls made by account management; and customer surveys.

Constant data checking is yet another foolproof method to retain customers. This shares a symbiotic relationship with marketing automation. Data is constantly required for supporting needs pertaining to content delivery, failing which execution of your plans would be difficult. Make sure that you are aware of the critical parts of a profile filled in the CRM for each individual and organization. Key information would include: Full name required for personalization; Title; Organizational Role; start date for the customer; Customer/Organization type and products used. Here also data accuracy should take precedence over the larger data tools and working with your internal team for ensuring its completeness is important.

Designing automated workflows and content tracks for promoting and measuring customer engagement systematically is another tool for effective customer retention. Take a single scenario first and create or modify its content for provision of a stronger customer experience along the customer lifecycle. This content could be built into your marketing automation system’s workflows. The ideal workflows for customer engagement use a combination of pre-determined personal touches and automated touches from your team’s key individuals.

Creating the right matrix for lead scoring for digital behavior needs to be kept in mind also. Start asking questions about the content tracks and these could be on the most important pieces of customer engagement; reasons for their importance in terms of the customer lifecycle; and key items likely to cause problems in future if there is non- engagement. Lead Scores need to be assigned appropriately to every email or content piece being used as do optimal scores for every customer lifecycle period. If customers fail to reach optimal scores, remediation actions need to be assigned. These could be the account manager making an extra call; the sales representative touching base with a prospective or existing customer or any other action that ensures and retains customer loyalty.

Once the programs kick off, continuous monitoring, measurement and adjustment are mandatorily required. The measurement process ought to focus on the accuracy and helpfulness of the score on customer engagement.  Measurement in fact, does not involve a simple look at retention numbers and how they correlate to the engagement score. Frequent connectivity with the internal team for measurement of the workflow’s utility and helpfulness and continuous connection with customers for ensuring provision of meaningful content that supports them thoroughly are the principal keys here. It also needs to be constantly checked whether scores on customer engagement are accurate; whether things are being scored that enhance the understanding of brand engagement and attachment; whether customers are truly engaged across all boards; and how this equates to retention and aids overall improvement.

In sum, sending the right message timely to a specific target audience; engaging consistently on all social media platforms; personalizing email and creating dynamic web content; limiting form fields and keeping a tab on what your customers are clicking is the main key to engaging and delighting customers. These are proven methods. Try them out. It would be a choice that you’ll never regret!

Do you use build marketing automation to engage and delight customers? Share some tips with us in the comment section below.


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